Consumer Behavior

A product or service costing over $100 that performs a utilitarian function

Decision making unit

• My cousin recently bought an iPhone 6s for PKR 30,000.

• The factors which played a vital role in the decision process are
• (1) He already used IPhone, previously.
• (2) He wanted to buy iPhone because first time he saw it with his elder brother (IPHONE6S) and
he used it.
• (3) He was committed that I will buy an iPhone once I get a job with my own money.
Motivation for purchase

• This product plays functions of communication and its security is good.

• It is easy to use. And the problem it solves is, that he uses it very rough and it is in good shape,
still.
• It does not get stuck or hang.
Decision

• It was careful decision based on previous experiences.

• And he wanted to buy it for a long time.
Decision making process

• The process was triggered by the desire that one day he will be able to buy iPhone with his own
money when he gets job.
• The information was basically gathered before the purchase decision as he had already used it
before and other models of iPhone and Samsung.
• The other alternatives were Huawei and Samsung.
• The final choice was determined as he only wanted to buy an iPhone and was not having enough
money to buy the new iPhone X or any other upgraded model so he decided to buy IPhone 6s.
Buying

• He buys it in a mobile store near his office.

Post purchase

• He utilizes it all the time, whether he is in office or home.

• In office he use it for official work.
• And when he is free he use it for communication and in leisure time.
• Now it’s been a couple of months that he is using it. He is happy and enjoying.
Consumer behavior

• His behavior was influenced by previous experience.

• He used IPhone 3 and 5s previously, and also used Samsung but form a long time now he is loyal
customer of iPhone.